Cult Wellness: Maitiro Akaita SeGlossier uye Thinx Vanowana Vatendi Vatsva

Zvemukati

• Vakadzi-vakatarisana nemhando dziri kutevera iyo 'yekupa masimba mutambo chirongwa'
• Uyezve, hutano hwevakadzi hwakawedzera kupfuura munhu
• Vakadzi vanotarisirawo kuti mabhenji arambe achiramba uye vachiita basa
• Mukupedzisira, mhando dzinofanirwa kuverengerwa zvizere muvakadzi, futi

Magazini yeFortune payakaburitsa runyorwa rwavo rwe2018 "40 Under 40" - yayo ye "chinzvimbo chegore chevechidiki vane mukurumbira mubhizinesi" - Emily Weiss, muvambi wekambani yerunako yekambani Glossier uye wevanopinda 31st wenyaya, akaenda ku Instagram kugovana pfungwa dzake pa kukudzwa.

Iyo indasitiri yerunako inokura, akafunga pasi pechifananidzo chemusoro wake muFortune, aive zvino akosheswa nemadhora mazana mana nemazana mashanu emadhora uye achikura, achishora vatyairi vaaiti pakutanga vakashora runako kutanga senge rake.

Nemhaka yekuti runako, Weiss akanyora, "haisi yezvisina maturo; inzira yekubatanidza. "Ndiri kufara kwazvo kuti zvave kutorwa zvakanyanya - zvinoreva kuti vanhukadzi vari kutorwa zvakanyanyisa."

Tauya kuzotaura nezvemakambani aya kwete sekungoti vangangoita mari, asi sekuratidzira kweyeitgeist - kana kunyange vangangoita shanduko.

Vakadzi-vakatarisana nemhando dziri kutevera iyo 'yekupa masimba mutambo chirongwa'

Weiss 'tacit kuwirirana kwekubudirira kwechiratidzo chake mukupa simba rose kwevakadzi chiratidzo chimwe chete chekushandurwa kwemakambani mukuchinja kuri kuita zvigadzirwa kuvakadzi, nevakadzi. Nokubvuma kuti vakadzi, sevatengi, vakagara vasina kushumirwa zvakanaka uye kusanzwisiswa pamusika, mabhii ari kubuda arikuti anoenderana neakararama madzimai chaiwo zvisati zvamboitika.

Hezvino izvo zvinotengeswa nevatengi zvevakadzi: Vanogona kutenga kwete chete chigadzirwa asiwo kugonesa kunobva pazviri zvichinyanya kukosheswa kugadzirisa kwese kurarama.

Ngazvive izvo Glossier's "isina makemikari ekugadzira" mantra ("Ganda rekutanga, Makeup Yechipiri, Smile Nguva Dzose" yakavezwa pane yavo cheery pink kurongedza); Fenty Runako indasitiri-inochinja 40-mumvuri hwaro hwero; ChechitatuLove's purported mission yekugadzira iyo yakanyatsogadzirwa bhurezha; kana mafashama emunhu akasarudzika uye akasarudzika zvigadzirwa zvigadzirwa senge mutsetse wekutarisira bvudzi Basa reRunako, aya maratidzi anozivisa sedoko rakachengeteka mune imwe nzira isina hushamwari yemutengi.

Vari kupa izwi rine chiremerera pane chiitiko chevakadzi, uye vane simba rekushinga vakuru vakuru vevakadzi vakaita saWeiss, Jen Atkin, Gwyneth Paltrow, kana Rihanna kuzviratidza.

Sezvo mubatsiri weTatuLove Heidi Zak akaudza Inc., "Vakadzi vavambi vari kutanga makambani nekuti vane imwe nyaya yavanosangana nayo muhupenyu hwavo uye vanofunga kuti vanogona kugadzira chiitiko chiri nani." Tauya kuzotaura nezvemakambani aya kwete sekungoti vangangoita mari, asi sekuratidzira kweyeitgeist - kana kunyange vangangoita shanduko.

Izvo, zvirinani, zvinobvumidza zvigadzirwa kuti zviwedzere kwete chete pane zvinodiwa nerunako asiwo ikozvino kugadzikana kufamba.

Mushure mezvose, maonero ekuti chokwadi chevakadzi chinoregeredzwa kana kusaremekedzwa hachisi chega kune nyika yerunako. Sokunyora kwakaita Dr. Jen Gunter, mutsoropodzi wenguva refu wemakambani ehutano akaita seGoop, akanyora muThe New York Times, "Vanhu vazhinji - kunyanya vakadzi - vagara vakashurikidzwa nekudzingwa nemushonga."

Iko kungovimbisa kwezvigadzirwa kurapa mukati uye pachako. Uye vakadzi vanoda kuramba vachizviporesa.

Uku kubvumirana kwetsika kwagadzira nzvimbo inokosheswa yemabhurandi kuti vapinde uye vape "mhinduro" dzinonzwira tsitsi uye dzinoenderana nenguva. Isu tiri mune imwe nguva ye DIY yekuzvigadziridza, zvichibva pane pfungwa yekuti hutano hwemunhu hunogona kuvandudzwa kana kupodzwa kubva kune chaiyo chaiyo hutano mushonga kana chigadzirwa.

Idzi, zvakare, dzinova huchenjeri, dzakagovaniswa uye dzakapihwa kubva kumukadzi kuenda kumukadzi. Funga collagen-yakapinza seramu uye zvinwiwa wongororo, iyo push ye "yakachena" runako zvinongedzo, chikafu chakasanganiswa pamwe neakasikwa uye nekusimudzira mafambiro. Runako, uye kuzvitarisira, zvakanyatsobatana nehutano.

Uyezve, hutano hwevakadzi hwakawedzera kupfuura munhu

Mutengi wechikadzi haasisiri chinhu chega chinotsvaga kugadzirisa pakavanzika kunetsekana kwehutano. Asi, hutano hwake huri kuwedzera kupomedzerwa zvematongerwo enyika kana kugadziriswa munharaunda. Zvinoreva: Zvigadzirwa zvaanosarudza zvinotaurawo kwaari nehukama hwehukama hwezvematongerwo enyika. Kutanga hurukuro naye, mabrand anofanirwa kurova pazvinhu zvaanotenda kuti zvionekwe semunhu anopa simba uye anobatsira mukadzi mubatsiri.

Asi kusiyana nemaitiro ekare echikadzi ekutengesa (ona Dove's "Runako Rwechokwadi" mushandirapamwe, uyo wakazadzwa nekukanganiswa pamusoro peiyo yakazara meso echirume), aya mabhenji ari kutora tsika kubva kunotevera feminist wave. Vari kunangana nzira yekutamba, yekunzwira tsitsi: kubatana kweshamwari inoziva iyo inogona kubatsira kufumura nekugadzirisa chokwadi chakavanzika uye kusarongeka kwakazara.

Sekutaura kwaTinx CEO Maria Molland Selby akaudza CNBC, "Vanhu vari kuwedzera kunetsekana nezvavanoisa mumuviri wavo" uye "chimwe nechimwe chezvigadzirwa zvedu chinowachika uye chinoshandiswazve saka zvakanakira nyika."

Thinx yaivewo imwe yemhando dzekutanga dzakasvetuka pane ino shanduko muna 2015. Sekambani iri kutengesa tambo yemanyoro-inopinza, yakasununguka yemukati yemukati, chigadzirwa chinosimbisa kuti mupfekeri haangogadziri zvakatipoteredza, zvakare vane hutano- kuziva. Tsika dzechigadzirwa dzekuenda kumwedzi saka zvine njodzi yekuonekwa isingawirirane nezvakakosha zvitsva zvevakadzi, izvo zvinomisa nguva seyakanyanya nyaya yemagariro.

Muna 2018, ALWAYS yakaparura mushandirapamwe wayo wepagore we "End Period Poverty", ichivimbisa kuti pamapakeji ese eAVANHU mapadhi kana matamponi akatengwa mumwedzi unotevera Zuva reVakadzi reInternational, chipo chichaitwa kumudzidzi anoda chigadzirwa.

Nepo ALWAYS yaimbove yakatungamira yayo pachavo philanthropic nzira (kusanganisira "Kuberekwa Chivimbo" yekuzivisa mishandirapamwe), iyo "End Period Urombo" kuedza kwakanyatso tarisa pakushandisa mari yekushandisa yevatengi, ichiita yavo yega yekutenga sarudzo chikamu cheakakura muratidziro hurukuro.

"Zviri kunetsa kumabhizimusi nevatungamiriri vezvemabhizinesi kubata nyaya iyi ... kana uri kutengesa nguo dzemukati, pamwe haudi kushamwaridzana nehutano hwekubereka." - Sustain CEO Meika Hollender muAdweek

Sei mazano aya achinyatso kuwanika parizvino? Icho chikamu nekuda kwekukwira kweinternet uye pasocial media. Mararamiro evakadzi uye "matambudziko" ehutano anokurukurwa pachena uye kazhinji.

Iyo internet nevemagariro midhiya yekuda kuwedzeredza, inosanganisirwa neiri kuwedzera masimba echikadzi, zvinoreva kuti vakadzi vepamhepo vanokosheswa kuti vataure zvakasununguka nezvavanosangana nazvo. Mushure mezvose, wakanyanya kukanganisa muenzaniso wazvino wevakadzi pamwe chete pfungwa ichiri kutaurwa mune hashtag fomu: #MeToo.

Kubatana uku irwo rudzi rwemutauro wakagovaniswa uyo mabhureki ari kuda kutevedzera, achisimbisa kuti ivowo, vanonzwisisa hupenyu hwevakadzi uye vane mhinduro iri nyore.

Vakadzi vanotarisirawo kuti mabhenji arambe achiramba uye vachiita basa

Nepo kubatana uku kwakakwidziridzwa kuchirevawo kuti mabhureki anogona kuchera zivo yevateereri vavo uye zvavanofarira kuti vagadzirise kuzvipira kwakafanana nekunamata kune chigadzirwa, zvakare kunogadzira tarisiro yekuzvidavirira kune zvigadzirwa.

Glossier kunyanya akavimba zvakanyanya nekudyidzana kwevatengi pa Instagram uye hanzvadzi yavo blog, Into The Gloss. Pfungwa dzakagovaniswa papuratifomu idzi dzinogona kuzofungidzirwa kuti dzichapinzwa muzvigadzirwa zvacho.

Glossier payakafumura chigadzirwa chayo chitsva, kirimu yeziso inonzi Bubblewrap, yakabatidza hurukuro pakati pevateveri vemakambani sekushandisa kwekambani kuputira zvakawandisa uye mapurasitiki - haina kunaka pakufunga nezvekudzikisira kwezvakatipoteredza. (Sekureva kwaGlossier's Instagram, siginecha yepinki Bubble Kuputira homwe mune yavo online maodha ichave yakasarudzika ino zhizha.)

Sekutaura kwemumwe muteveri we Instagram nezvekudimburwa kwechiratidzo, "Fungidzira uine unicorn level yekumaka uye iwe shandisa masimba ako epamusoro kusundira epurasitiki-imwechete sekugona kwako. Imi vakomana muri kambani yemakore ane chiuru / gen z inonongedza… ndapota fungai nezvezvinogumira. ” Glossier akapindura kuvateveri akataura kuti "kugadzikana kuri kuve chinhu chakanyanya kukoshesa. […] Ramba wakarongedzerwa kuti uwane rumwe ruzivo! ”

Kungofanana nevatengi vanokwanisa kubatidza pamushandirapamwe wepamhepo kumakambani ekugadzira kuti vatevedze Fenty Runakafanirwa-kumisikidza 40-mumvuri renji, ivo vanonzwawo kugoneswa kupokana nehunhu hwemhando dzambotaurwa seZVINOGARA.

Nepo kushambadzira kwaThinx kwegore ra2015 kwakarumbidzwa semhinduro yevakadzi kune yekuenda kumhizha indasitiri, ongororo yeRacked ya2017 (kuburikidza neGlassdoor ongororo) munzvimbo dzekushandira dzakaratidza "kambani yevakadzi inodzora simba uye isingakoshesi vashandi vayo (vazhinji vakadzi)." Mugore rimwe chetero, aimbova Thinx CEO Miki Agrawal akatsika mushure mekupomerwa mhosva yekubatwa chibharo.

Mukupedzisira, mhando dzinofanirwa kuverengerwa zvizere muvakadzi, futi

Kana mabrands achida kutaura nezvazvino zveupenyu hwevakadzi, zvinoitika kuti izvi zvinosanganisira kusanganisa hunhu hwevanhu hunogona kupokana nemakambani ari nyore - pamwe nemari dzavanowana.

Munguva pfupi yapfuura, nepo vakadzi vanoverengeka-vakatungamira zvigadzirwa vakabvumirana kusaina tsamba yeruzhinji inotsigira kodzero dzekubvisa, vamwe vakaramba. Sekureva kwaSustain CEO Meika Hollender (akagadzira nekusaina tsamba yacho) anoti, "Zviri kunetsa kumabhizimusi nevatungamiriri vebhizinesi kubata nyaya iyi ... kana iwe uri kutengesa mbatya dzemukati, pamwe haudi kushamwaridzana nehutano hwekubereka."

Zviri pachena kuti vakadzi vanofara kuisa mukati mavo pamwe chete nenguva yavo nemari. Uye nekugadzira chigadzirwa chinogona kupindura kunzwa kwekuregeredzwa, kupa simba renharaunda inofungidzirwa, uye kuramba tsika dzechinyakare, brand inogona kutora - uye kuvimba - vakadzi nekuda kwesimba ravo rekushandisa.

Ndiwo zvakare mhando yesimba rinogona kuraira hutsva indasitiri uye kuvhenekera zviitiko zvakasarudzika, ukuwo vachisimudza maECO saWeiss pane "40 Under 40."

Iyo inguvawo nguva yekumira kufunga nezvekutenga sekupenga kwekutora. Ndezvechokwadi here nezve kuwana yakakwana hyaluronic serum, semuenzaniso, kana zvakanyanya kufadza kwekupedzisira kuwana chaicho chigadzirwa mugungwa rekusingaperi kushushikana?

Kutenga mapantini eThinx kungoita zvekutsvagisa zvinhu zvinodzivirira mwando, kana zvinobvumidza mukadzi akarwa chinyararire nenguva dzake kuti aedze imwe nzira yekumusunungura? Iko kuvimbika kunovimbiswa nemukadzi weruvara kune Fenty Runako kungo tsvaga yakanaka yekugadzira mamaki, kana iko kuzvipira kune yekutanga brand iyo yakatsanangura yake yeganda toni sechinhu chakakosha kwete chipinganidzo?

Mupfungwa iyi, iko kungovimbisa kwezvigadzirwa kunorapa mukati uye pachezvayo. Uye vakadzi vanoda kuramba vachizviporesa.

Asi isu tinofanirawo kubvuma kuti rudzi urwu rwekurapa kwekutenga zvakare zvine njodzi yekuve neakasarudzika zviitiko zvehupenyu zvakashandiswa senzira yekutengesa.

Weiss nevezera rake vanovimba nenyaya dzino dzakajairika dzehukadzi kuchengetedza kufarira zvigadzirwa zvavo. Chii chinoitika kana zvichemo zvinoshanduka zvevakadzi zvakanangiswa kune aya anofungidzirwa kuti maratidziro evakadzi?

Pfungwa yekuti vakadzi pakupedzisira "vari kutorwa zvakakomba" haigone kutanga nekuguma nemabhiriyoni emadhora kukoshesa, asi nekunzwa kuti mabrands anokoshesa kutaurirana kwechokwadi neavo vane hupenyu nezvishuwo zvakaumba zvigadzirwa uye kubudirira kwavo.

Kune vakadzi vanoona mucherechedzo wakagadzirwa mumufananidzo wavo - vanozvarwa kubva pane zvavakaona uye zvishuwo - kwavo kusungira kune chigadzirwa chechigadzirwa kunonzwisisika. Kuti ubvise chisungo ichocho, unoisa panjodzi imwe dhirowa izere nezvipikirwa zvakaputswa, ndokuzongotsiviwa mune rinotevera rekisheni

Aya mabhureki anogona kunge akavaka mukurumbira pakuteerera. Kune vakadzi, hurukuro haisati yapera.

Victoria Sands munyori wekuzvimiririra anobva kuToronto.